PORTRUSH VISITOR SURVEY 2013 BACKGROUND Coleraine Borough Council is currently implementing the ‘Portrush Regeneration Strategy Western Peninsula’ (PRS) document. As part of this process, the Council wished to undertake research to establish a robust set of key performance indicators to create a comprehensive and representative baseline with which to evaluate the vitality and vibrancy of Portrush. The research will be used: To measure progress and perceptions over time in implementing the Portrush Regeneration Strategy (PRS) alongside a series of other complementary key performance indicators. To assess the town’s performance as a strategic tourism and leisure destination and to identify opportunities to enhance that function. BACKGROUND The marketing research programme therefore constitutes a significant proportion of the baseline assessment and was designed to: Establish a viable comprehensive baseline dataset reflecting visitors’ views and opinions on their immediate experiences and perceptions of Portrush. Conduct face to face fieldwork at a peak period during the high tourism season. Employ the appropriate methodology to ensure confidence in the resulting data trends over time. The sample size and methodology should ensure the visitor population to Portrush is adequately represented. RESEARCH METHOD Fieldwork was carried out face to face at a series of pre agreed sampling points within Portrush town centre The survey was administered using a questionnaire agreed in advance with the Council and based on previous surveys to ensure direct comparability The achieved sample was 500 including 125 residents and 375 visitors Interviewing took place between 7th July and 31st August 2013 All interviewing was undertaken to the standards defined by the Market Research Society Code of Conduct and the Interviewer Quality Control Scheme RESEARCH SAMPLE AB C1 C2 DE Male Female Base Total Resident Visitor 20% 8% 24% 38% 45% 36% 25% 25% 25% 17% 22% 15% 40% 54% 35% 60% 46% 65% 500 125 375 RESEARCH SAMPLE 16-24 25-34 35-44 45-54 55+ Protestant Catholic Refused None/Other Base Total Resident Visitor 8% 6% 9% 10% 15% 8% 31% 28% 32% 21% 20% 22% 29% 30% 29% 66% 71% 65% 22% 17% 24% 10% 10% 10% 1% 3% 1% 500 125 375 EXECUTIVE SUMMARY RESIDENTS Over half (55%) of residents have lived in the area for more than 30 years with only 10% less than 5 years 4 in 10 residents surveyed (38%) walked into town while half (50%) took their car Shopping (38%) was the main reason for residents to be in town followed by leisure and recreation (22%) Almost two thirds of residents (62%) visit the town at least 2-3 times a week with 33% visiting daily EXECUTIVE SUMMARY VISITORS Over half (51%) of visitors were from the over 45 age group – a drop from 62% in 2012 The vast majority travelled to Portrush by car (79%) with just under 1 in 5 (19%) using public transport (train or bus) Only 3% of those visitors surveyed were 1st time visitors Almost two thirds of visitors (64%) come to Portrush at least twice a year and 82% at least once a year EXECUTIVE SUMMARY VISITORS Day trips accounted for 57% of visitors with 14% on a short break (3 nights or less) and 20% for a longer break (more than 3 nights) Of those staying overnight, 46% stayed in a hotel, guesthouse, B&B or Self Catering unit Most visitors (88%) were from Northern Ireland – a decrease from 95% in 2012 Portrush is most associated by visitors as a place to spend time outdoors (62%) EXECUTIVE SUMMARY VISITORS & RESIDENTS Likes and Dislikes Beaches (45%) remain the thing people like most about Portrush followed by the sea and the scenery The thing most disliked about Portrush is a perceived need to modernise the town centre (23%) which has replaced derelict buildings as the main issue in the past Attitudes to Portrush 2013 has seen consistent increases in people’s attitudes to the town with at least nine out of ten respondents agreeing that it has great potential, is a great place to visit, and has a wide range of things to see and do Against this 94% believe it needs to modernise, and 84% that it is a bit run down, however, this is counter balanced by the fact that 89% believe a lot of progress has been made over the past few years in this regard EXECUTIVE SUMMARY VISITORS & RESIDENTS Rating of Portrush The average rating of Portrush has increased substantially since the last survey with the natural environment, night life, welcome given to tourists and visitor information in particular performing very well Other aspects such as cleanliness and personal safety have also seen an improvement Improvements Shops, more quality accommodation, car parking and expanded harbour/marina facilities are the aspects that people believe would improve Portrush EXECUTIVE SUMMARY VISITORS & RESIDENTS Recommending Portrush 99% of respondents in 2013 would recommend Portrush as a place to visit compared to 91% in 2012 and 87% in 2011 Beaches (78%), outdoor pursuits (60%), natural beauty (56%) and good restaurants (43%) would be the main influences on people recommending Portrush Awareness of Improvements The number of people aware of the recent improvements now stands at 91% having risen from 73% in 2012 and 53% in 2010, with the East Strand and Arcadia the most mentioned Almost all (99%) believe that these changes have improved Portrush RESIDENT SURVEY BASE = 125 RESIDENTS How long have you lived in Portrush? 30+ years 55% 21 to 30 years 13% 16 to 20 years 10% 11 to 15 years 5% 5 to 10 years 8% Less than 5 years 10% 0% 10% 20% 30% 40% 50% 60% RESIDENT SURVEY BASE = 125 RESIDENTS How did you travel into Portrush town centre today? Bicycle 2% Walk 38% Motorbike 1% Taxi 2% Bus 8% Car 50% 0% 10% 20% 30% 40% 50% 60% RESIDENT SURVEY BASE = 125 RESIDENTS What is the main purpose of your visit to Portrush town centre today? Sailing 2% Other leisure and recreation 22% Visit the bank / pay bills 0% Appointment (doctor, dentist etc) 6% Leaving / collecting children to / from… 1% Meeting friends / colleagues / family… 14% Visiting pub / café / restaurant 6% Work 14% Shopping 38% 0% 5% 10% 15% 20% 25% 30% 35% 40% RESIDENT SURVEY BASE = 125 RESIDENTS Approximately, how often do you visit Portrush town centre? Less frequently 2% Monthly 6% 2 or 3 times a month 11% Weekly 18% 2 or 3 times a week 22% Every other day 7% Daily 33% 0% 5% 10% 15% 20% 25% 30% 35% VISITOR SURVEY BASE = 375 VISITORS How did you travel to Portrush? Walk 2% Motorbike 1% Taxi 0% Train 13% Bus 6% Car 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% VISITOR SURVEY BASE = 375 VISITORS Have you visited Portrush before this trip? No 3% Yes 97% VISITOR SURVEY BASE = 375 VISITORS How frequently do you visit Portrush? Less frequently 13% Every other year 5% Every year 16% 2 or 3 times a year 22% Every few months 22% Monthly 8% 2 or 3 times a month 7% 0% 5% 10% 15% 20% 25% VISITOR SURVEY BASE = 375 VISITORS Describe your current visit to Portrush Just stopped off on way to somewhere else 3% Business 0% Part of a larger tour around different places in N.Ireland and/or Ireland 1% Visiting friends and relatives 5% Holiday (more than 3 nights) 20% Weekend / Couple of days break (3 nights or less) 14% Day trip 57% 0% 10% 20% 30% 40% 50% 60% VISITOR SURVEY BASE = 375 VISITORS How long will your current visit to Portrush last? More than a fortnight 3% 11 to 14 days 3% 8 to 10 days 2% 5 to 7 days 10% 3 to 4 days 9% 2 days (overnight visit) 9% Day trip – more than 2 hours spent in Portrush 57% Day trip – under 2 hours spent in Portrush 7% 0% 10% 20% 30% 40% 50% 60% VISITOR SURVEY BASE = OVERNIGHT VISITORS In which type of accommodation will you be staying? Camping 1% Self-catering apartment / house 20% B&B 13% Guesthouse 1% Hotel 12% Family or friends house 13% Hostel 1% Camping 4% RV motor home / Camper van 2% Touring caravan 9% Caravan – Static 16% Holiday home / 2nd home 9% 0% 5% 10% 15% 20% 25% VISITOR SURVEY BASE = HOLIDAY HOME OWNERS Is your holiday home…. … a caravan 0% … something else 8% … a house 92% VISITOR SURVEY BASE = ALL OVERNIGHT VISITORS Is this accommodation....... … outside Portrush town 31% … in Portrush town 69% VISITOR SURVEY BASE = ALL STAYING OUTSIDE PORTRUSH Where is your accommodation…..? Ballymoney 13% Portstewart 42% Portballintrae 6% Coleraine 19% Bushmills 19% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% VISITOR SURVEY BASE = 375 VISITORS In which country do you live? Australia / New Zealand 2% Canada 1% USA 1% England 5% Scotland 1% Republic of Ireland 2% Northern Ireland 88% 0% 20% 40% 60% 80% 100% VISITOR SURVEY BASE = VISITORS FROM NI In which county or part of NI do you live? Co. Tyrone 11% Co. Fermanagh 6% Co. Down 9% Co. Derry~Londonderry 14% Co. Armagh 14% Co. Antrim 18% Derry~Londonderry City 12% Belfast City 16% 0% 5% 10% 15% 20% VISITOR SURVEY BASE = VISITORS FROM ROI In which county or part of ROI do you live? Co. Dublin 25% Other border counties 25% Co. Donegal 38% Dublin City 13% 0% 5% 10% 15% 20% 25% 30% 35% 40% VISITOR SURVEY BASE = 375 VISITORS What best describes the people you are with on this trip Tour group 2% A number of families together 1% With partner & adult family / friends 17% As a family (with under 16’s) 50% With partner/spouse only 24% On my own 6% 0% 10% 20% 30% 40% 50% 60% VISITOR SURVEY BASE = 375 VISITORS How many of the following are with you today... Total Party 4.53 Adults 16+ 2.95 Children Under 5 0.43 Children 5-9 0.52 Children 10-15 0.63 VISITOR SURVEY BASE = 375 VISITORS How much did/will you spend as part of your trip on... Accomodation £126 Eating Out £60 Shopping £34 Entertainment £30 Public Transport £26 VISITORS & RESIDENTS BASE = 500 What do you like about Portrush? 6% 5% Nothing Scenery is beautiful 15% 9% 8% 7% 6% Amusements Restaurants 13% 5% 3% The people are lovely 24% 8% 13% 12% 15% 15% 12% It's by the sea Beaches 28% 0% 10% 2011 20% 2012 30% 2013 36% 45% 40% 50% VISITORS & RESIDENTS BASE = 500 What do you like about Portrush? 1% 3% I have great memories of Portrush Nothing Surf is great It has all I need I like the air show I love the local shops Scenery is beautiful Amusements There is a relaxing atmosphere Restaurants The people are lovely It's by the sea Ramore Wine Bar Beaches 2% 1% 11% 1% 2% 5% 7% 13% 7% 3% 6% 6% 4% 2% 5% 17% 11% 15% 3% 2% 53% 20% 0% 10% Visitor 20% Resident 30% 40% 50% 60% VISITORS & RESIDENTS BASE = 500 What do you dislike about Portrush? Not enough for kids to do 2% 5% 5% 5% 4% 2% Litter Not enough shops 6% 5% Derelict buildings are an eye sore 9% 6% Town centre needs modernised 2% 13% 21% 6% 23% 29% Nothing 33% 0% 42% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2011 2012 2013 VISITORS & RESIDENTS BASE = 500 What do you dislike about Portrush? 1% Accomodation is expensive Not enough for kids to do Litter Car parking is hard Beach is dirty Anti social behaviour Too busy in summer Not enough shops Don't know Derelict buildings are an eye sore Quiet in Winter Traffic nightmare Town centre needs modernised Weather Nothing 2% 2% 2% 2% 2% 2% 1% 2% 3% 2% 4% 4% 2% 6% 6% 6% 6% 6% 4% 2% 2% 8% 19% 32% 9% 22% 0% 5% Visitor 36% 10% 15% 20% 25% 30% 35% 40% Resident VISITORS & RESIDENTS BASE = 500 Which of the following do you MOST associate with Portrush? Good place for outdoor pursuits 21% 8% 62% 2% 1% Romantic place 11% Amusements 22% 4% Family friendly 7% 7% 11% Area of natural beauty Area of historical interest 17% 24% 27% 3% 3% 0% Good social scene 1% 7% 9% 7% 2% 4% Good food 12% Relaxation 5% 0% 10% 2011 20% 20% 2012 2013 30% 40% 50% 60% 70% VISITORS & RESIDENTS BASE = 500 Do you agree or disagree with each statement? % Agree 51% A lot of progress has been made over the past couple of years 81% 89% 95% 96% 99% Portrush has great potential Portrush needs to modernise 73% 94% 87% 91% 98% Portrush is a great place to visit Portrush is a bit run down 86% 61% 84% 68% 72% There is a wide range of things to do and see 0% 2011 90% 20% 2012 40% 2013 60% 80% 90% 100% 120% VISITORS & RESIDENTS BASE = 500 Do you agree or disagree with each statement? % Agree A lot of progress has been made to develop Portrush 90% 86% 98% 100% Portrush has great potential 94% 93% Portrush needs to modernise 98% 98% Portrush is a great place to visit 84% 85% Portrush is a bit run down There is a wide range of things to do and see 94% 77% 0% Visitor 20% 40% Resident 60% 80% 100% 120% VISITORS & RESIDENTS BASE = 500 How would you rate the following aspects of Portrush on a scale of 1 to 10 8.2 8.4 Natural environment 7.0 7.2 Welcome given to tourists & visitors 8.90 6.4 6.5 Visitor information 6.9 Personal safety 8.84 7.5 8.52 6.1 6.6 Night life 6.4 Attractions 6.1 Cleanliness 6.3 Things to do and see Quality of accommodation for tourists .00 2011 2.00 2012 4.00 2013 6.00 9.50 7.0 6.9 6.9 6.1 6.6 9.41 8.02 7.52 7.83 8.14 8.00 10.00 VISITORS & RESIDENTS BASE = 500 How would you rate the following aspects of Portrush on a scale of 1 to 10 9.40 9.45 Natural environment Welcome given to tourists & visitors 8.86 9.03 Visitor information 8.80 8.98 8.56 8.42 Personal safety Night life 8.83 9.72 7.90 8.38 Attractions 7.41 7.87 Cleanliness Things to do and see 7.74 8.09 Quality of accommodation for tourists 8.16 8.10 .00 Visitor 2.00 Resident 4.00 6.00 8.00 10.00 VISITORS & RESIDENTS BASE = 500 What improvements would you most like to see happen in Portrush? None / nothing 7% Expand the harbor/introduce marina facilities 16% 10% 22% 9% 13% An improved public transport network 1%4% More walking tours 1%3%3% Removal of flags/murals/political emblems 5% 2%3% 1% 2% 5% Extend retail opening hours (late nights,… More attractions 3% 4% Places to eat/drink in the open air (outside) 6% More indoor entertainment / amusements 6% More quality accommodation 7% 8% 8% 9% 13% 6% 14% More shops in general 7% 33% More eating places 4% 3%3% More car parking 17% 0% 1st 10% 2nd 20% 11% 5% 4% 20% 3rd 30% 40% 50% 60% 70% VISITORS & RESIDENTS BASE = 500 What improvements would you most like to see happen in Portrush? % ranked 1 - 3 4% None / nothing 19% 35% 28% 32% Expand the harbor/introduce marina facilities An improved public transport network 12% 4% 6% More walking tours Removal of flags/murals/political emblems Extend retail opening hours (late nights,… 10% 9% 8% 12% 10% 12% 10% 8% More attractions 20% 16% 15% Places to eat/drink in the open air (outside) 45% 32% 28% 22% 23% 18% 20% 25% 22% 13% 28% More indoor entertainment / amusements More quality accommodation 52% 54% More shops in general 13% 18% 10% More eating places More car parking 0% 2011 10% 2012 20% 2013 63% 27% 28% 26% 30% 40% 50% 60% 70% VISITORS & RESIDENTS BASE = 500 Would you recommend Portrush as a place to visit to your family or friends? 2011 2012 87% 6% 91% 5% 2013 80% 7% 4% 99% 85% 1% 90% Yes No 95% Unsure 100% VISITORS & RESIDENTS BASE = 500 Would you recommend Portrush as a place to visit to your family or friends? 1% Visitor 99% 2% Resident 98% 0% 20% 40% Unsure 60% No 80% Yes 100% 120% VISITORS & RESIDENTS BASE = 500 What would influence you in recommending Portrush as a place to visit? Beaches (East / West Strand) 45% 18% 23% People are friendly Good place for outdoor pursuits 30% 29% 10% 16% It has improved over the last 2 or 3 years 44% 30% 42% Area of natural beauty Area of historical interest Good social scene Good accommodation 9% 10% 8% 5% 51% 51% 56% 17% 20% 5% 78% 60% 29% Family friendly 52% 64% 23% 26% Good restaurants 27% 36% 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2011 2012 2013 VISITORS & RESIDENTS BASE = 500 What would influence you in recommending Portrush as a place to visit? Beaches (East / West Strand) Lots to do Good events / festivals People are friendly Different experience to ROI Somewhere different Good for shopping Good place for outdoor pursuits (golf,… It has improved over the last 2 or 3 years Family friendly Area of natural beauty Area of historical interest Good social scene Good accommodation Good restaurants 27% 20% 2% 1% 1% 86% 56% 37% 35% 30% 30% 8% 6% 11% 34% 4% 9% 10% 6% 6% 5% 69% 36% 35% 57% 54% 61% 43% 41% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100% Visitor Resident VISITORS & RESIDENTS BASE = 500 What improvements or additions would you like to see made to Portrush? Keep facilities open all year round Advertise the town better Crackdown on anti social behaviour Needs more pubs Better traffic control Cheaper attractions More car parking More indoor attractions More attractions More bins More activities for kids Clean the town up Remove flags Don't know More car parks More toilets More shops Town needs modernised Nothing 1% 2% 2% 1% 1% 2% 2% 3% 8% 2% 3% 10% 1% 15% 2% 3% 13% 22% 9% 0% 5% 10% 15% 20% 25% VISITORS & RESIDENTS BASE = 500 What improvements or additions would you like to see made to Portrush? 1% 2% Keep facilities open all year round Better accomodation Better disabled access Advertise the town better Crackdown on anti social behaviour Needs more pubs Better traffic control Cheaper attractions More car parking More indoor attractions More attractions More bins More seats More activities for kids Clean the town up Remove flags Don't know More car parks More toilets More shops Town needs modernised Nothing 1% 1% 2% 1% 3% 2% 2% 2% 1%2% 3% 3% 7% 1%2% 1% 2% 9% 5% 6% 11% 2% 2% 1% 3% 10% 6% 0% 17% 8% 5% Visitor 22% 20% 28% 10% 10% Resident 15% 20% 25% 30% VISITORS & RESIDENTS BASE = 500 Are you aware of any improvements which have taken place recently within Portrush 2010 43% 2011 53% 2012 73% 2013 91% 0% 20% 40% 60% Yes 80% 100% VISITORS & RESIDENTS BASE = 500 Are you aware of any improvements which have taken place recently within Portrush Visitor 89% Resident 86% 94% 87% 88% 89% 90% Yes 91% 92% 93% 94% 95% VISITORS & RESIDENTS B ASE = ALL AWARE OF IMPROVEMENTS What improvements are these? 28% Other 35% 55% 20% 4% 3% 5% 7% 1% 6% 6% 11% Antrim Gardens Dunluce Centre 34% East Strand Environment 75% 47% 19% Arcadia 0% 79% 43% 31% 62% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2010 2011 2012 2013 VISITORS & RESIDENTS BASE = ALL AWARE OF IMPROVEMENTS What improvements are these? 18% Other 23% 4% Antrim Gardens 15% 4% Dunluce Centre 30% 79% East Strand 77% 62% Arcadia 62% 0% 10% 20% 30% Visitor 40% 50% Resident 60% 70% 80% 90% VISITORS & RESIDENTS BASE = ALL AWARE OF IMPROVEMENTS In your opinion, have these improvements ... 2010 35% 2011 36% 45% 14% 56% 2012 58% 2013 0% 20% Improved Portrush a lot 7% 1% 35% 55% 44% 40% 60% Improved Portrush a little 5% 80% Made no difference 6% 1% 100% Don’t know VISITORS & RESIDENTS BASE = ALL AWARE OF IMPROVEMENTS In your opinion, have these improvements ... Made no difference 3% 41% Improved Portrush a little 52% 58% Improved Portrush a lot 45% 0% 10% 20% Visitor 30% Resident 40% 50% 60% 70%